Published on: May 25, 2026, 01:08h.
Updated on: May 25, 2026, 01:08h.
- Ambiguity in igaming advertising has sparked confusion in the market
- Cormier took on the role of Executive Director for the Canadian Lottery Coalition in April
- Cormier expressed CLC’s endorsement of Bill S-211: National Framework on Sports Betting Advertising Act
Molly Cormier, now a month into her role as the Executive Director of the Canadian Lottery Coalition (CLC), stated that one of her primary goals is to eliminate consumer confusion surrounding legal and illegal igaming activities in Canada.
Interview at SBC Summit Canada
Cormier highlighted the ongoing discussion regarding the future of igaming advertising during her interview with Casino.org at the SBC Summit Canada held in Toronto last week, where this issue repeatedly arose among industry participants and panel discussions.
“It’s particularly frustrating regarding advertising, as many Canadians find themselves confused about what is permissible, especially when foreign operators licensed elsewhere are targeting audiences in provinces where they aren’t authorized,” she remarked. “Canadians deserve clarity on legalities, which is a top priority for me.”
Transformations in the Industry
The CLC is a nationwide alliance of provincial lottery organizations, including Atlantic Lottery, Loto-Québec, Manitoba Liquor and Lotteries, and British Columbia Lottery Corporation. Cormier, formerly a journalist and public relations expert, spent a decade with Atlantic Lottery, working in public relations, marketing, and policy engagement in Canada’s regulated gaming landscape.
The rapid evolution of the Canadian igaming market since the introduction of regulated single-event sports betting in August 2021 has paved the way for illegal online gambling platforms to mislead and accept real-money wagers from Canadians, prompting the provincial lottery corporations to establish the CLC in 2021.
Advertising Concerns at the Forefront
“A critical consideration for the industry going forward is how actions in Ontario and Alberta will influence the rest of Canada,” stated Patrick Harris, President of Rubicon Strategy, during a summit panel discussing which provincial market could follow Ontario and Alberta into private regulation.
“The amount of advertising is excessive, to say the least. The industry risks losing public support at an alarming rate, and if they don’t take action, the government will,” he remarked.
“I strongly advise the industry to develop actionable solutions to tackle the advertising dilemma.”
There’s a growing sentiment of public fatigue regarding igaming advertisements, with increased concerns about exposure to youth and the implications for public health. National broadcasts showcasing sports betting ads also aggravate concerns in provinces that operate government-run monopolies.
A report by CBC revealed that bettors in Manitoba were exposed to ads for Ontario-licensed sportsbooks, with some accessing those platforms despite not being within Ontario.
Irregular Enforcement Practices
Moreover, Canadians encounter advertisements from U.S. operators like DraftKings and BetMGM during U.S. sports telecasts, promoting sign-up bonuses, despite bonusing being illegal in Ontario.
“The lines of regulation are blurred, and enforcement is uneven,” Cormier highlighted, as consumers often cannot identify which operators are locally regulated. A summit spokesperson noted that public opinion and financial contributions are what influence politicians’ decisions.
Bill S-211: National Framework on Sports Betting Advertising Act is currently progressing through federal Parliament and is under review by the Standing Committee on Canadian Heritage. Once enacted, it aims to establish a national framework for sports betting advertisements under the guidance of the federal Heritage Minister, designed to restrict those advertisements without outright banning sports betting advertising.
National Legislation Establishes Advertising Regulations
Conversely, groups like the Canadian Gaming Association argue that advertising authority should lie with the provinces, asserting that they are already administering strict regulations on igaming advertising, particularly concerning celebrity endorsements.
Industry insiders suggest that while Canadians have historically accessed offshore betting platforms, legally regulated operators provide a safer alternative compared to unregulated ones, and advertising is vital for guiding bettors toward compliant environments.
Recently, Ontario’s Bill 107, proposed by Liberal MPP Lee Fairclough aiming to prohibit all igaming advertising, was rejected by the majority Conservative Party.
Provincial Proposals on Advertising Restrictions
Cormier stated that the CLC supports Bill S-211 but opposes a complete advertising ban; instead, the bill represents a significant step toward clearer national guidelines for online gambling promotion across Canada.
She also mentioned the possibility of launching a national CLC advertising campaign aimed at informing Canadians about legal igaming practices.
“I am enthusiastic about pursuing a national advertising initiative,” she expressed. “We’re observing some operators utilizing varying domains within different provinces that redirect users to international affiliates. Some marketing strategies have been specifically crafted for residents of provinces where operators lack proper licensing, which is quite frustrating and illustrates the complexity of this issue.”
“Our goal is to provide legal clarity and a level playing field, irrespective of the market models chosen by provinces. The coalition does not exist to hinder any particular igaming approach adopted by provinces.”
Promoting Responsible Gambling to Young Audiences
Regarding engagement with young men, Cormier emphasized the industry’s need to advance responsible gambling messaging, especially as this demographic increasingly encounters gambling products.
“In discussions with stakeholders from various backgrounds, I frequently hear personal anecdotes about young males engaging with gambling products,” she noted.
Citing a recent Angus Reid survey, she remarked that one in five parents with children aged 10 to 17 reported their kids had inquired about sports betting, with young males showing a notably higher interest.
“We cannot afford to ignore potential issues by claiming everything is fine. The coalition recognizes consumer protection as a critical part of its mission.”
Bodog Court Ruling Significance
Collier added that the 2025 decision by the Court of King’s Bench of Manitoba, which prohibited the grey market Bodog platform, underscores the coalition’s importance. The rationale behind the ruling could influence all jurisdictions within the Coalition. She plans to leverage the momentum of that decision moving forward.
“Provincial lottery corporations are responding more proactively to their societal responsibilities than they did a decade ago. Their mission now focuses on educating consumers about the products they offer,” she said.
“Regardless of how Canada’s gaming model evolves, there remains a vital role for a coalition that unites entities seeking a national voice with the ability to influence broader policy discussions across the country. Healthy competition exists, and it’s up to provincial governments to select the most suitable model for their jurisdictions.”